UK: Unilever: extreme sandwiching (COMMENT)
Renowned for its unconventional advertising, Unilever's Marmite brand is looking to create appeal with a new tongue in cheek promotion. While the campaign will undoubtedly resonate with some consumers, it is unlikely to attract many people that are not already fans of the product.
The latest campaign for Marmite features an on-pack contest called Xtreme Sandwiching, a promotion that forms part of a £3m (US$5.0m) marketing effort. Participants of the promotion are asked to photograph themselves whilst eating a Marmite sandwich in an unusual location. The winner will receive a holiday and a camera.
The promotion is said to have taken inspiration from extreme ironing, an activity in which in participants simulate ironing in dangerous locations. By tapping into what is widely considered a cult activity, Unilever is looking to cement the cult status of its 'love it' or 'hate it' spread. There is also some clear logic behind the madness. The competition is tied in with Marmite fans' tendency to take Marmite away on holiday and could therefore potentially increase the number of product user occasions.
The campaign is unlikely to appeal beyond the product's core loyalists and those who share a passion for the growing phenomenon of extreme ironing. However, Unilever has never been overly concerned about alienating consumers from its Marmite brand.
Earlier this year the Independent Television Commission investigated its controversial lifeguard TV ads, which featured a lifeguard who had just eaten a Marmite sandwich giving the kiss of life to a drowning man. Yet the kiss is prolonged given the man's liking of the taste and this led to many complaints about the ad's homosexual overtones.
A cult brand such as Marmite knows its target market and is not worried about alienating certain consumers in its marketing messages. The Marmite brand has always been upfront and honest about realising some people dislike the taste of the product. This latest tongue in cheek promotion will only add to the immense character and subsequent consumer appeal that the brand has developed over the years. And when brands develop cult status, they are usually here to stay.
(c) 2003 Datamonitor. All rights reserved. Republication or redistribution, including by framing or similar means, is expressly prohibited without prior written consent. Datamonitor shall not be liable for errors or delays in the content, or for any actions taken in reliance thereon.
The new health consciousness of consumers is believed to be one of the reasons for stagnant value growth of ice cream sales in Western Europe. But with new and unusual combinations of flavours, more p...
Anglo-Dutch consumer goods giant Unilever is reportedly carrying out a review of its frozen foods division that could lead to the sell-off of brands such as Birds Eye or Carte d'Or....
Anglo-Dutch food and consumer goods company Unilever has reported a fall in profit for the second quarter of 2005 and said it needs to do more to improve its competitiveness in Western Europe....
Unilever will eschew the TV screen and head to the web to launch a new ad campaign for the spray bottle version of I Can't Believe It's Not Butter. While the brand may not initially seem an obvious ca...
The Canadian Food Inspection Agency and Unilever are warning people with allergies not to consumer various Fleischmann's brand margarine products which may contain milk protein not listed on the label...
Anglo-Dutch food and consumer goods giant Unilever has reported rises in sales and net profit for the first quarter of 2005....
Unilever Bestfoods, part of Anglo-Dutch consumer goods giant Unilever, has just opened a European innovation centre for sauces and condiments in Dijon....
Unilever Bestfoods is talking to agencies about handling a relaunch of its Colman's mustard and sauce brand, according to trade magazine Marketing....
- It won't just be Unilever to push for Brexit hikes
- Price an underlying tension across European FMCG
- Danone's Q3 sales - what the analysts say
- Interview: UK trade body on Brexit's policy impact
- Interview: UK trade body on the impact of Brexit
- Nestle lowers outlook on "softer environment"
- China "transition" drags on Danone Q3
- PepsiCo sets 2025 nutrition, sustainability goals
- UK announces "action plan" to drive food exports
- CP Foods invests in UK foodservice firm Foodfellas
- The Big 15: Strategies and Priorities of Top Packaged Food Players in Comparison
- Omega-3 in Food and Beverage:Time for a Reboot?
- Global Food Packaging: Innovating for Greater Convenience and Quality Image
- Packaged Food: Quarterly Statement Q3 2016
- Constellation Brands, Inc. (STZ) - Financial and Strategic SWOT Analysis Review